Google recently published 5 online video trends for 2017. Google put together infographics on mobile use, the use of multiple devices, and the impact of YouTube using data from several studies and surveys. In this article, we take a look at what these trends mean for your 2017 media plan.
What the Data Shows
Google’s findings reveal that the amount of time consumers spend on mobile devices continues to increase:
- Primetime video. In an average week, during primetime TV hours, more people aged 18 and over are watching YouTube videos on a mobile device than are watching any cable TV network.
- Multiple devices. 85% of adults between the ages of 18 and 49 are using multiple devices at the same time. Two-thirds of YouTube viewers are using a second screen to watch videos on YouTube while also watching TV.
- YouTube Focus. Half of YouTube subscribers aged 18 to 34 say they will drop whatever they’re doing to watch a new video on their favorite YouTube channel.
- YouTube Passion. Teens and millennials are particularly passionate about YouTube. Teens cite YouTube as the number one source of video they couldn’t live without, and 6 in 10 teen YouTube subscribers say a YouTube creator has changed their lives or their view of the world. Millennials say that when it comes to causes they care about, YouTube is the only source they trust. In addition, these two demographic groups are making time for YouTube by watching less TV. When compared to adults aged 35 and over, teens watch 64% less TV and millennials watch 47% less TV.
- Opportunity. As viewers continue to make YouTube a part of their primetime lineup, advertisers need to follow their lead. According to Google’s data, advertisers could reach 56% more viewers between the ages of 18 and 49 by also advertising on YouTube.
Taking a Deeper Dive
Because each of these insights has implications for your 2017 media plan, it’s important to explore them in more detail.
- More online video during prime time. 92% of YouTube viewers are watching YouTube on a mobile device even when they’re at home, and as YouTube has taken over the primetime space, advertising reach has followed. Brands that advertise on YouTube reach 56% more of the 18-to-49-year-old market as compared with TV advertisements.
- Watching on more than one device at the same time. Google’s research shows that two-thirds of people pick up another device during commercial breaks when watching TV. In their forecast for 2017, research company eMarketer estimates that as many as 80% of internet users will be, at least occasionally, browsing the web while also watching TV. For most, the second screen of choice is a smartphone.
- More focus on YouTube. According to Google, YouTube reaches more viewers over the age of 18 than any TV network. Viewers are turning to YouTube for everything they want to watch, curating their own content, and casting YouTube videos to their TVs or watching their favorite TV shows on YouTube. Google’s research shows that YouTube accounts for more than half of people’s time watching online video on their TVs.
- More passion among young viewers. Recent research by Google shows that for millennials, YouTube creators are more influential than traditional celebrities. Because they interact with their fans, YouTube creators can establish relationships, with 4 in 10 millennials saying their favorite creator understands them better than their friends do. For millennials, YouTube creators are the trendsetters.
- More opportunities to reach your audience. Marketers have opportunities to drive offline sales more efficiently by including YouTube advertising in their media mix. By analyzing case studies conducted across eight countries, Google concluded that YouTube advertising delivered a higher return on investment than TV advertising.
What do these trends mean for your business?
Here are some key takeaways to inform your 2017 media plan:
- With viewers increasingly turning to mobile online video during primetime instead of TV, a key marketing strategy for 2017 is a focus on mobile.
- Viewers are using multiple devices at the same time, meaning quality content is essential.
- Marketers should partner with YouTube influencers and invest in YouTube advertising and content creation to engage viewers. The level of attention and interest among YouTube viewers is a significant opportunity for advertisers.
With the increasing dominance of online video, advertisers can’t ignore the importance of YouTube when developing a media plan. The ability to adapt to changes in the marketing landscape and utilize multiple channels for your advertising is critical to maximizing brand awareness and sales growth.